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When we think of André Manoukian, it is often the image of the telecrochet juror New star which first comes to mind. But behind the spotlight, the songwriter-musician is also an entrepreneur. In 2017, he teamed up with Philippe Guillaud, an expert in artificial intelligence, to get the start-up iMuze off the ground, which became Muzeek and finally MatchTune. Three different names that reflect the turns taken by the company to reach the right formula in the music industry market.
While the start-up initially offered an on-demand music composition service for companies, it subsequently developed software that makes it possible to obtain around a hundred musical variations from a single work, able to synchronize more easily with the image. Thanks to this technology, the start-up hoped to attract audiovisual production professionals, but finally revised its copy. Today, it targets content creators with a platform that relies on artificial intelligence to automatically associate music with video content. “We started the business thinking there was a problem with music on the internet, but very quickly realized that the problem wasn’t music. It was more to ensure that it reaches the recipients, including when they are youtubeurs”explains André Manoukian.
Countering the demonetization of YouTube videos
To make this ambition a reality, the MatchTune team has established partnerships with several music labels, such as Universal Music, BMG Production Music and BAM Music. By aggregating their catalogs, the company has considerably expanded its music library to make it available to content creators. “In one drag & drop, everything synchronizes right away so that the music adapts to the length of the video. It’s a technology that all publishers are looking for, because it’s a way for them to go faster to content creators who need music”, observes André Manoukian. However, isn’t the increased use of artificial intelligence a danger for musicians? This is not the case in the opinion of the pianist: “We’re not talking about ChatGPT, we’re talking about an assistant that allows you to go faster in your music.”
In addition to its technological contribution, the MatchTune platform also addresses the problem of copyright for the remuneration of artists. “Today a lot of videos are demonetized because of rights issues, especially on YouTube”, notes André Manoukian. To remedy this, the company only offers music created via its platform and resulting from alliances with music labels, thus avoiding acting against their interests. In addition, the young shoot ensures that its service redistributes 50% of the income to labels and artists.
With his approach, André Manoukian and his team intend to propose a fairer redistribution of income in the music industry, while the majors in the sector are now walking hand in hand with streaming platforms, although Spotify is considering changing its gun. shoulder, in particular by filing a patent for a talent detection algorithm. “It brings us back to the beginnings of records or jazz, where jazz clubs were run by gangsters who paid the artists in cocaine and various products. But one day it will all work out”he hopes.
Like Spotify, André Manoukian seeks to spot new nuggets with his Twitch channel to create emulation as it becomes increasingly difficult to break through. “It is more and more complicated to reach an audience for a starting artist. Artists are almost forced to become influencers”, he believes. The price to pay to become the New Star.